The ‘Stickiness Factor’: Make Your Ideas Impossible to Ignore

Messages often slide out of our minds as easily as they entered. But the most successful campaigns—think catchy jingles or unforgettable slogans—show that it’s possible to make even a brief idea echo for years. Decades ago, a clever marketer decided to add a tiny gold box to a coupon mailer, turning it into a treasure hunt. Suddenly, people who ignored ordinary offers now searched the newspaper for the gold box, sent in their slips, and sales shot through the roof. The only thing that changed was a playful twist—a small, memorable touch that stuck in the mind.

In a different context, health researchers trying to get students vaccinated realized that facts and fear weren’t enough. Students only acted when the message included a simple campus map and a bold, circled location—not extra information, just a practical, sensory nudge that made it real and actionable.

The neuroscience behind stickiness is clear: memories latch on to what’s emotional, concrete, and personally relevant. Key takeaways? Make your messages short, sensory, and wrap them in a clear next step. If your audience can visualize, repeat, or act on the message after a single exposure, you’ve made it sticky.

Think today about the next message or idea you want someone to remember—maybe a study tip, a project deadline, or encouragement. Strip it to its core, then reframe it in a “sticky” way: add a visual, a catchphrase, or a physical prop. Try it out with someone, and follow up tomorrow to see what stuck or changed. With a little attention, your messages can ripple farther and have a bigger, more memorable impact.